Minds are like parachutes -

they only function when they open.

What Do The Fans Think?

Over a third of respondents agreed that they were more likely to choose a brand that sponsors their team. Their responses also suggested that certain conditions make a positive reaction more likely. One example is team performance, with a Heart of Midlothian FC fan said that they “associate [sponsors] with certain eras, e.g. Strongbow when we won the cup, so I think of them as part of that”.

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